All Blogs,Digital Marketing, - August 25, 2023

Google’s Featured Snippets: Strategies to Rank and Optimize for Position Zero

Search engine optimization (or SEO) keeps changing in our digital world. One of the latest buzzwords is Google’s Position Zero, a feature highly discussed within the Google Search Engine Results Page (SERP) realm. Let’s dive into what it is, the pros and cons, when you should use it, and how you can aim to get your content there.  

Understanding Position Zero  

Achieving an impressive online presence in the digital realm means staying updated on emerging trends. Position Zero offers brands an exclusive opportunity to display their content atop Google’s SERP. However, this spot has its advantages and disadvantages. Therefore, understanding its ins and outs is vital for anyone using Position Zero to strengthen their online presence.  

What is Position Zero?  

Position Zero, commonly known as the “Featured Snippet,” occupies a unique spot at the top of Google search results. It’s designed to provide users with relevant and quick information in various formats, be it direct answers, lists, tables, or even videos, without needing them to click on a website. Initially, content that secured the Position Zero spot would also feature in the main Google SERP results, offering websites a double advantage. However, this changed in 2020 when Google decided that content showcased in Position Zero wouldn’t appear again in the primary search results – a process they labeled “deduplication.”  

What Are the Different Types of Featured Snippets?  

To better understand Position Zero, it’s essential to recognize the different formats in which content can appear. Here are the main types of featured snippets on Google:  

  • Extract or Paragraph Snippet: This is often a brief paragraph providing a quick answer to a user’s question.  
  • Numbered Lists: Commonly seen for “How to” questions, these present step-by-step answers or sequences.  
  • Bullet-point Lists: Ideal for showcasing “best of” recommendations or summarizing multiple points without a specific order.  
  • Table: For searches that require numerical data or comparisons, tables might be the chosen format for Position Zero.  
  • People Also Ask: This dropdown list offers related questions that users frequently ask alongside the initial query.  
  • Video Responses: For “How To” questions, YouTube videos might appear in Position Zero to visually guide users.  

What Are the Advantages?  

There’s a reason why so many people want to get their content in Position Zero. Being right at the top can lead to more clicks and more people visiting your website. It makes your brand stand out and look like the SEO experts in your domain and a leader in your industry.  

When users use Google’s voice search, it often cites sources such as “According to Agency Partner Interactive…” and then reads the answer. This helps people know where the information is coming from and makes them curious to click for more details. This can establish brand authority and brand awareness. Another advantage is that changes in Google’s algorithms won’t easily move you from there once you get to Position Zero.  

What Are the Disadvantages?  

Position Zero has its drawbacks. If your content is in Position Zero, it won’t also show in the main search results. Only a few searches on Google (only about 19%) show a featured snippet. Even when it does appear, many people still click on the regular results below. And sometimes, having your content in Position Zero can decrease your website visits.  

Why? Because people get all the information they need from the answer box and don’t click on the link to your website. This means fewer visitors and possibly fewer sales or sign-ups. That’s why you should aim for Position Zero only when your brand goals align with its intent. If both align, use the right strategies to claim that top spot.  

What Are the Best Strategies to Rank and Optimize for Position Zero?  

1. Create Content for Featured Snippets 

When you’re writing, focus on questions people might ask. Look at the current snippets and consider how to provide even better answers. Organize your content in a question-and-answer style and follow Google’s guidelines, especially when using schema markup.  

2. Leverage Original Images 

Images are more than just visual aids; they can play a pivotal role in determining if your content gets featured in Featured Snippets. Using original photos or custom-made graphics tailored to amplify the user experience is recommended, which can give you an edge in securing Position Zero.  

While stock images are an option, it’s essential to recognize that those images might be widely used across various sites. If you opt for them, meticulous optimization becomes even more critical, as you’ll likely be competing against others using the same visuals. Prioritize genuine, high-quality imagery to stand out and enhance your chances of capturing that coveted top spot.  

3. Use Appropriate Content Style and Format 

When you answer questions, keep your answers clear and to the point. Use lists or steps to organize your information. If you’re aiming for a paragraph snippet, keep it short and sweet.  

4. Use SEO Tactics Specific to Featured Snippets 

Make sure your URLs, meta titles, and descriptions are spot on. When using pictures, use descriptive alt text. Build quality links to your content and use schema markup. Always consider what the person searching wants to know and ensure your content delivers.  

5. Enhance Relevance and Authority 

Use related keywords in your content and intelligently group them. Add pictures, videos, or other multimedia to improve your content. Your primary keywords should appear in your URL and headlines—link to other relevant pages on your site and trusted sites on the web.  

6. Always Stay Up to Date 

The internet is constantly changing, and so should your content. Always keep your content fresh and up to date. Quality backlinks from other websites can also help boost your content in Google’s eyes.  

Transform Your SEO Journey with Agency Partner Interactive  

Getting to Position Zero on Google can significantly increase visibility for your brand. Remember the steps we talked about and put them into action. With some work and innovative strategies, you can see the benefits of being in that top spot. As a leading digital marketing agency, we have helped our clients reap the rewards of such efforts, witnessing a remarkable 430% surge in website traffic and an impressive 113% rise in top 3 keyword rankings. 

Agency Partner Interactive is dedicated to being the premier partner for growth-focused brands looking to achieve their full potential. We blend innovative digital marketing expertise with the latest SEO techniques to ensure our clients reach the top of Google SERPS and stay there. Looking to drive more organic traffic, qualified leads, conversions, and revenue?  

Don’t wait! Schedule a free consultation today, and let’s craft a custom SEO strategy to boost your online presence to new heights and achieve your long-term goals.